DESCRIPTION Elvine Brand Booklet CLIENT Elvine DATE June – August 2009 DESIGN CREDITS Art direction and design: Next Century Modern Illustration: 3kta.blogspot.com, Beks, Nirr Crew, Svensktoppen and Next Century Modern Photography: Patrik Careland, Thomas Wal, Daniel Grizelj, Mia Ca PRINT CREDITS i/store Cover: Spray-painted by Next Century Modern, Elvine and friends TYPE CREDITS Helvetica Neue, Plantin and Frankfurter

QUANTITY PRODUCED 5,000 PRODUCTION COST €8,000 (US$12,000) PRODUCTION TIME 10 days DIMENSIONS: WIDTH × HEIGHT × DEPTH 200 mm × 150 mm × 7mm (7.87 in × 5.90 in × 27 in) PAGE COUNT 64 pages PRINT METHOD Offset PAPER STOCK Brun Board 400g, Rives Design Natural White 170g and Galerie Art Silk 170g. All papers by MAP NUMBER OF COLORS CMYK Brown spot color printed on the back and spine Spray-painted covers in different colors BINDING Adhesive binding OTHER Die-cut logo on the cover, which also functioned as the spray-painting stencil

This brand booklet is both traditional and untraditional, which in many ways plays well into the philosophy of Elvine, a Swedish clothing brand inspired by Gothenburg’s unrefined subcultures and the legacy of traditional craftsmanship, which goes by the motto: sophisticated clothes for unsophisticated behavior.

Next Century Modern wanted to honor the company history which started from the graffiti culture, while combining it with a more traditional design approach and craftsmanship. Thus came about a hot summer day in August when designer, client and friends gathered to barbecue, spray-paint and have a good time.

If you want to join them, you can do so via this video.

And if you would like to see all of the pages of the book, you can do so by clicking here.

I really like how they built in stencil works to give texture and depth to the cover while also providing a link between cover and interior, as the spray paint gathers in the die-cut type and creates the title page. Now, if I could only figure out which one of the various colors they used is the one I like the best.